Add the flour, yeast and sugar to a large mixing bowl and whisk so that the sugar and yeast is evenly distributed.
Pour the milk into the bowl and mix until it is coming together into a ball of dough. Next, either knead by hand for 10 minutes or using a mixer for 5 minutes until the dough is smooth and shiny.
Add the butter to the bowl and work into the dough (again either by hand or using the mixer). Once it's fully combined the dough will be loose and silky smooth but stretchy.
Cover the bowl with clingfilm or a damp cloth and place somewhere warm to rise for at least an hour or until doubled in size.
While the dough is proving, line your tins/moulds by rubbing them with a little butter and then dusting them with caster sugar,
Once the dough has risen, spoon it into a large piping bag. Cut the end off of the piping bag and then pipe the dough into your tins/moulds. Be cautious not to fill more than 3/4 full giving them enough room to continue to rise.
Leave the dough to rise for a further 30 minutes. During this time preheat your oven to 180C / 350F / gas mark 4.
Bake in the centre of the oven for 20-25 minutes or until they are lightly golden brown.
When the cakes have cooked, let them cool slightly before attempting to remove from their tins / moulds.
While the cakes cool, add the water, sugar and rum to a saucepan to make the syrup. Heat on a low-medium heat until the sugar has dissolved completely.
Pour the syrup into a large dish. Remove the cakes from their tins and then sit them in the syrup.
Once the cakes have soaked up the syrup on one side, flip them over and let them sit again until they are saturated with syrup.
The cakes should be left to cool completely before serving with the cream and fruit.